“Didi Ki Dukan”- A Perceptible Change towards Women Entrepreneurs.
An initiative of District Administration-Dumka
The rationale for the innovation
Due to unpredictable monsoon patterns and delayed rainfall villagers are heavily reliant on farming and related activities hence we are exploring alternative avenues to ensure the options of livelihoods in this regards Livestock development and dairy products are gaining traction. Additionally, non-farm activities like small businesses and shops are appearing as promising options.
Therefore, the “Didi ki Dukaan” initiative appeared as a beacon of opportunity. This initiative, taking the form of grocery stores, empowers women by fostering female entrepreneurship and significantly boosts household income. Importantly, it strengthens the rural supply chain by offering essential items like groceries directly within villages, enhancing accessibility and convenience for the community people.
Demographic and Geographical Reach of the Project
Over the past five months, “Didi ki Dukaan” has made impressive progress, setting up 2200 small shops across 1,483 villages within 206 Panchayats. This extensive reach encompasses both 476 entirely new ventures and 1,232 existing shops rejuvenated with support from community funds. By successfully penetrating remote areas, the initiative has empowered vulnerable communities, including Particularly Vulnerable Tribal Groups (PVTGs), Scheduled Tribes (ST), Scheduled Castes (SC), and others within Dumka district. This impactful outreach is a significant step towards inclusive economic development in the region.
Stakeholders/ Beneficiaries of the scheme
To guarantee inclusive participation and ensure all communities benefit, extensive efforts were made to reach every relevant stakeholder throughout the Dumka district. This outreach employed SHGs as a communication channel, engaging with SHGs from PVTGs, Scheduled Tribes, and Scheduled Castes across hamlets, villages, and panchayats within all ten blocks. To maximize coverage, villages with diverse geographical positions – from remote rural pockets and hilly areas to roadside sites – and populations exceeding 500 were specifically targeted. This comprehensive approach aimed to leave no community behind and ensure the initiative’s benefits reach every intended beneficiary
Challenges and Opportunities
Despite our best efforts, several roadblocks hindered our interventions’ smooth implementation of community engagement activities.
These challenges include: –
- Limited access to credit,
- Low Financial literacy
- Insufficient family support,
- Wholesale access and pricing,
- Competition from the existing grocery shops,
- Limited entrepreneurial knowledge,
- competing local weekly
Above are the several factors that need to be addressed for proper implementation and bring temptation for incremental growth and development not only financially but also socially. Addressing these challenges is crucial for the long-term success of this initiative and for empowering rural communities through inculcating business acumen and entrepreneurship.
Reaching Every Corner: To ensure inclusivity, the entire Dumka district was targeted, regardless of location, terrain, or accessibility. Key locations and villages were identified based on stakeholder discussions and successful similar initiatives.
Accessible Credit: Recognizing the crucial role of financing, efforts were made to provide hassle-free credit support ranging from Rs. 20,000 to Rs. 50,000 with minimal documentation. Internal resources, credit linkages with local banks, and individual financing options were explored to cater to diverse needs.
Digital Transactions: Shops were enrolled and equipped with UPI-based payment modes through collaboration with digital transactions professionals.
Diverse Product Offerings: Both retail and wholesale outlets were set up based on location, catering to various requirements. A standard list of items was offered alongside community-prepared and packed farm products, aligned with individual shop demands. Wholesalers were identified to supply these outlets.
Support and Sustainability: JSLPS provided hand-holding support in financial literacy for the initial months. Additionally, “Palash” offered forward and backward linkages for packaging, branding, and marketing.
Maximizing Outreach: Online mass messaging platforms were used for group communication, and “Didi ki Dukaan” outlets were identified with prominent signage. In-depth discussions were held during community meetings to generate buzz and attract potential beneficiaries.
Amplifying Impact: The initiative’s journey was documented and released by the earlier Chief Minister, highlighting its key interventions. The video was shared online for wider viewership, further enhancing outreach.
Following the “Didi ki Dukaan” initiative’s implementation, a district-level meeting was held to assess its impact. The meeting, involving local officials and community members, revealed several positive changes. Firstly, women’s participation in entrepreneurship significantly increased. They juggled their household duties with managing shops, offering diverse products beyond packaged goods. Additionally, farm-based products started appearing in the shops, proving the adoption of forward and backward linkages. These linkages supported local shops with grading, packaging, branding, and marketing their farm products.
Encouraged by this progress, community institutions actively expressed their need for credit to set up new enterprises. Self-help groups began reviewing proposals for small loans ranging from 20,000 to 50,000 rupees, prioritizing beneficiaries specifically seeking funds for enterprises. This marked a shift from solely focusing on consumption and personal loans.
Previously, women-led businesses were mere discussion points and case studies. Now, they are a tangible reality in local communities. Women are actively encouraged to obtain official documentation and licenses, empowering them to take part in economic activities beyond their traditional roles and contribute to their family income. This progress has also attracted government and financial institutions to offer women- focused schemes, further solidifying the initiative’s impact.
Steps were taken to create awareness among the beneficiaries.
To ensure widespread participation some community-specific strategies are being undertaken such as 1. Buzz-Building Videos: Short, engaging videos, featuring local hamlets and villages, were created in collaboration with local officials. 2. Digital Messaging: Group messages having key highlights were disseminated through online platforms. 3. Visible Signage: Uniform signage names all shops, informing the community about the innovation. 4. Community Engagement: In-depth discussions about held during group meetings at both community and federation levels, fostering awareness and participation.
- Banking Collaboration: Banks were encouraged to integrate into their loan campaigns. To solidify the initiatives a multi-pronged approach focusing on digital literacy and business skills was implemented. In collaboration with the government-supported “Rural Self Employment Training Institute” in Jama Block entrepreneurs took part in digital literacy modules covering bookkeeping practices.
The SHGs deployed Financial Literacy Cadres to make visits to entrepreneurs, offering personalized guidance and promoting digital payment methods like QR code apps and UPI systems.
Finally, consultations were organized to guide entrepreneurs on effective bookkeeping practices, ensuring proper monetary management and long-term business sustainability.
Helps the public delivery systems to become more responsive, transparent and efficient
Within the past five months, “Didi ki Dukaan” has made significant strides in the Dumka district, transforming lives and fostering economic growth. With approx. 2200 small shops operational across 1,483 villages, including 476 new ventures and 1,232 revitalized ones, the initiative has reached even the most remote areas, empowering Particularly Vulnerable Tribal Groups (PVTGs), Scheduled Tribes (ST), Scheduled Castes (SC), and other vulnerable communities. Beyond mere shopkeeping, “Didi ki Dukaan” emphasizes digital literacy and business acumen. Entrepreneurs receive training on bookkeeping and general entrepreneurship principles through government- supported programs. Additionally, trained “Financial Literacy Cadres” from Self-Help Groups provide regular support, promoting digital transactions via QR codes and UPI systems while ensuring proper bookkeeping practices.
However, recognizing the individual nature of these ventures, the initiative goes beyond training. Dedicated “BDSPs” (Business Development and Service Providers) and “CRPs-EP” (Community Resource Persons- Enterprise Promotion) conduct monthly visits to address individual concerns, challenges, and issues. These are then channelled to relevant district authorities for redressal, ensuring personalized support.
Previously, women-led businesses were mere aspirations. Today, “Didi ki Dukaan” has made them a reality. Women are encouraged to obtain official documentation and licenses, paving the way for formalization and increased economic participation. This, in turn, contributes to family income and attracts further support from government and financial institutions through women-focused schemes.
The team made a standardized list of essential items for all new shops, acting as a baseline for future ventures. The block heads identified potential villages and hamlets based on a minimum population of 500 for 1 unit, with additional units added progressively based on population size. Existing units were merged based on population density to improve resource allocation. Also, villages lacking shops due to distance, accessibility, or other factors were identified as potential sites, along with mapping entrepreneurs and their credit needs. Impactful PR materials were designed, approved, and developed to enhance visibility and acknowledge supporters through signage and branding.
Sharing of the stories with peers.
Impactful promotional videos were created to effectively share the success stories and inspire others. These short clips, filmed in local hamlets and villages with the support of the Deputy Commissioner and Deputy Development Commissioner, captured the essence of the initiative. The videos were then released publicly by the Honorable Chief Minister of Jharkhand State, highlighting the key features and impact of the program. Additionally, they were shared on online platforms to reach a wider audience. Further amplifying the outreach, online mass messaging platforms were used to send group messages with key highlights and program details, complete with links for further information. Each “Didi ki Dukaan” outlet was also identified with prominent, uniform signage displayed at the entrance. This not only informed
the community about the initiative but also acknowledged the support received. In-depth discussions were also held during community meetings with Self-Help Group members, generating excitement and encouraging others to become potential beneficiaries and participate in the program.
Recognizing this, the initiative actively addresses potential grievances and challenges. The dedicated support team consists of BDSPs and CRP-EPs visits about daily concerns, challenges, and issues. Monthly visits: Trained “BDSPs” and “CRPs-EP” visit beneficiaries monthly to discuss daily concerns, challenges, and issues. Credit delays: Individual cases of credit request delays and disbursement issues are discussed with banks and district heads for swift action. Tried to ensure prompt support, address individual needs, and foster a positive entrepreneurial environment, contributing to the overall success and sustainability of “Didi ki Dukaan”.